Impressions - April 2024 - 17

Customization/
Techniques
Custom sublimation is growing and is here
to stay, which jibes well with lightweight fabrics.
" In many sports, custom sublimation sales
outpace blank stock sales, " says Neale. " Lead
times continue to shrink, quality is unmatched,
and decorations are all-in. Sideline and performance
wear still tends to be dominated by
stock that is decorated after production. However,
as custom sublimation off ers clubs and
organizations unique looks like watermarks,
distressed designs and edge-to-edge logos, it
organizations unique looks like watermarks,
distressed designs and edge-to-edge logos, it
will continue to make in-roads off fi eld. "
Goerke agrees, saying sublimation is on the
rise because of the creativity it allows, particularly
where youth sports are concerned. At
Augusta Sportswear, he notes customization
is easy and aff ordable on their platforms, with
quicker turnaround times than ever before.
Davis also says sublimation is key thanks to
the way it interacts with the fabrics it's used
with. " Sublimation doesn't aff ect the feel of
the fabric, because the dyes from the image
bond with the fabric without leaving a layer
of ink on the surface. Th is is important for any
product that has more than a left or center
chest logo, or for any products with wicking
or quick dry technologies, in order to prevent
the dyes from restricting or changing those
features, " he says.
bond with the fabric without leaving a layer
of ink on the surface. Th is is important for any
On the downside the original garment needs
to be completely white to get the full range of
options. It also might be not suitable for larger
prints, and it may not work as well with garments
with wicking or quick dry technologies.
On the plus side, direct-to-fi lm (DTF) continues
to improve in quality and, according
to Neale, is a good option in that it allows
fl exibility in smaller runs, single piece fl ow
and faster ship-outs. " One of the key factors
of DTF is the ability to use multiple colors
without impacting decoration cost, so teams
and clubs don't need to 'dumb-down' their
graphics to hit a price point, " he adds
For her part, Owen's says her company relies
heavily on DTF in part because it's an
easy option for customers working with small
or large units. " Our styles are created with
decoration in mind being suitable to take on
heat as well as off ering multiple placements
for branding, " she says.
The Year Ahead
As the world slowly begins to recover from the
life- and business-altering eff ects of the pandemic,
sources are predicting a steady growth
in the market for athletic and teamwear.
Th e country's continued emphasis on wellbeing
is another reason why this category should
continue to be a high performing one in the
coming year, and youth sports are growing,
TriDri's Unisex Spun Dyed sets (left) and the
Maria Collection (right) provide the ultimate
teamwear looks. Photos courtesy of TriDri
The Powerblend Fleece provides warmth and
durability without the extra weight. Photo
courtesy of Champion
particularly after they were stalled.
" Team sports and activities will continue to
grow as people look for community building
and focus on their own mental and physical
wellbeing. It's not just organized team sports,
but activities that help build groups and communities
that fi nd a common interest in being
active together. Th e products for each market
can be completely diff erent, so it's important
to off er a variety of options for your customers,
ranging from high tech polyester performance
gear to cotton rich tees and sweats, " says Davis.
" We are expecting a very strong year for the
athletic team wear market driven by growing
participation, " Waugh says. " Last year, participation
in high school athletics, for instance, grew
signifi cantly and almost reached its pre-pandemic
highs. We expect that trend to continue,
especially as newer sports like pickleball and
fl ag football continue to grow at a fast pace. "
All of which is good news for decorators
looking to grow their business in these areas. 
Hilary Daninhirsch is an award-winning freelance
writer based in Pittsburgh. Her work has been
featured in a number of lifestyle and trade magazines.
She can be reached at hdaninhirsch@gmail.com or
hilarydaninhirsch.journoportfolio.com.
April 2024
P.17
http://hilarydaninhirsch.journoportfolio.com
Impressions - April 2024

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